20/08/2026
Double opt-in is one of those settings that probably never think to check. I’m going to guess because you’re here thinking “what the tech is double opt-in”?
It’s an extra confirmation step before someone joins your list.
They fill in your sign up form, click submit, and instead of landing straight into your active email list, they get an email asking them to click a link to confirm they really do want in.
Only once they’ve clicked that link are they actually subscribed.
And if they never click that link, or see that email, they sit in no-mans land of unconfirmed. Which means you can’t email them at all.
So someone can fill in your form, think they’ve signed up, tell you they’ve signed up, and never show up on your active list. All because they missed one email sitting in their spam folder.
Double opt-in is often sold as a GDPR requirement. It isn’t. While it is deemed “best practice”, it’s genuinely optional and for most (all) of us, it’s just a barrier between a keen new subscriber and your list.
On MailerLite, it’s switched on as standard for every new form and landing page you create, so do go check it.
My take? In case you didn’t realise yet…turn it off!
Do you use double opt-in? Or have you had the “but I definitely signed up” mystery and never known why? Tell me below, I want to hear.
PS. How many times do I say the word double?! 😳
